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Integrated (online/offline) Marketing Strategies for Reputation Management: Best Practices from Greece, Europe and US
1. Destination Branding: Some Basic Principles 2. Integrated Marketing: Facts & Trends 3. Reputation Management:Best Practices from US, Europe and the Case of Athens
Let’s make itclear Perception is more powerful than reality
Let’s make itclearMarketing communicationsalone cannot change a placeimage
Let’s make itclearNo single nationalstakeholder has controlover all of the factors thataffect a country’s reputation
Let’s make it clearChanging a country’s image for the better takes many years, sometimes generations.
MIND THE GAPIn order to manage place-brands successfully andtherefore reduce the gapbetween identity and thestandardised true (or image), itis necessary to understand thevariables that compose thebrand. Joao R. Freire, Place- Branding Expert
Facebook is not necessarily a Strategy anymore.. What’syour niche?
Location based services will be everywhere & part of many marketing campaigns. Local information, reviews, coupons, loyalty programs and more. Near-field communication chips in mobile devicesget more common and will pave the way to the new era of “tap & pay” commerce. NFC will be a convenient way for you to connect, share and react.
Welcome to Scotland appthe most technologically advanced tourism app in Europe
Starbucks Mobile PayStarbucks “Starbucks Mobile Pay” which allows users to pay for their purchases viatheir mobile phone has processed more than 20 million mobilepayment transactions!
Demand for tablets , mainly driven by the USmarket, is growing at an astonishing rate withsales expected to surpass 300mil by 2015from 60mil in 2011 (eMarketer.com, 2011)
travel is increasingly aboutdepth rather than breadth of experience. #2
Quality Visitor ServicesManchester Visitor Information Centre
New ways to reach potential visitors Vienna 3D Building Projection in London
Social M edia Gameshave more players than prime time TV shows have viewers.
“Destination branding,is about creating asense of place andtelling a story’’
Colonial Williamsburg‘In fact, when I took my family to Colonial Williamsburg a few years ago, I wasfearful that I would be bored to tears. But after debating architecture with ThomasJefferson (I lost), eating and quaffing in a Colonial-era alehouse, watching my kidsmarch with the militia, and sleeping in a 300-year-old house, I felt it was one of thebest vacations weve ever had.’’
Canadian Tourism Commission Online Travel Tool Travellers can create their own online itineraries &see real time reviews, comments, images and videos based on recommendations and by combininginformation from local users of Foursquare, Yelp and
Reputation Management Lower Manhattan new tour itineraries, special offers at local hotels, multimedia advertisements, and discounts at shops, attractions, and the new “Downtown Culture Pass”Major Campaign spotlighting thearea’s remarkable recovery inthe nine years since the 9/11attacks
Reputation Management Iceland & the Volcano Ash The campaign showed the rest of the world that Iceland is still a safe place to visit and since thevolcano eruption began only a small percentage of the country has been affected by the ash.
Stage One: Set the Goalto engage local people, showcase theeveryday life in Athens, promote a flavourof true experiences and an alternativeimage of the city through user generatedcontent.